Sochi Concedes Defeat to Vancouver in Merchandise Sales

edwardThe Moscow Times
Edward Boches, College of Communication

With the opening ceremony of the Sochi Games less than two weeks away, millions of licensed Olympic products have popped up on grocery store shelves, toy stores and special retail outlets across the country…

Expert quote:

“The association between admired professional athletes and a product makes it more appealing to some people. The products these athletes endorse make consumers feel that they have something in common with their heroes, that they are having a connection.”

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